Red Bull represents a new category of drinks, the energy drinks. In this new market sector Red Bull is perceived as a premium\high margin brand product.

Pricewise Red Bull is in position in which it can command a premium price because there simply nothing to compare it with. It is a unique functional drink, promising and delivering benefits that no other drink can offer.

In the
UK
the average price of a Red Bull can is 1.05 which is clearly above its competitors average price of 1.03. The price expresses superiority of Red Bull and furtheron it proves that there is no substitute.

The positioning policy of the company is : premium product, premium price and premium profitability.